There’s a line in the classic movie titled Fiddler On The Roof. In the movie, Tevye says to his daughter, Chava: “As the good book says, ‘Each shall seek his own kind’. In other words: a bird may love a fish but where would they build a home together?” When it comes to finding your target market, this line pops into my mind. “…each shall seek his own kind.” This is the key to attracting the right audience to your amazing product and solution.
A Target Market Is Made Up Of His/Her Own Kind
When somebody agrees with you, this is a prime indicator of a successfully and mutually attractive target market. In a target market where the offer attracts the prospect ready to buy, you’ve discovered a matching situation to an offer. In this scenario, there is no need to convince the prospect of anything. He or she already agrees that what you have to offer is what he/she wants.
A target market needs to be defined and described so you know where to look for it. Your ideal target market shares at least one main belief or idea with you. Additionally, the prospect is experiencing or about to experience a situation that calls for just your kind of help. The easiest person to help is the one who has already convinced him or herself that YOUR special help is what’s needed for a specific situation.
More Than One Profession
For example, suppose you are a hypnotist and a wedding minister. Many hypnotherapists do more than one job. It is probably because you have so many different interests they you must do many unique things to satisfy those interests. Hence, hypnosis is a creative art that requires you to target market in a unique way. But I digress…
As a hypnotist and a wedding minister, the main event you are contacted for is to solemnize the marriage. You must get your authority to solemnize the marriage probably through the Secretary of State’s office in your state. So, in our example, you can serve at least two target markets and maybe more. What are those target audiences?
In our example, the following bullet points outline some possible situations that match up with your offer. They could be…
- Nervous brides looking to naturally reduce stress (hypnosis session)
- Nervous groom who needs help standing before the wedding party when stating vows (hypnosis session)
- Nervous mother of the bride-to-be needs natural stress reduction (hypnosis session)
- Nervous father of the bride-to-be needs natural stress reduction (hypnosis session)
- Nervous groom and bride need relationship visualization to sustain vows of permanent support and acceptance for each other (hypnosis session)
- Nervous pregnant bride/mother-to-be needs hypnobirthing (hypnosis program)
- A minister to solemnize the marriage
To offer the right “entertainment” or “edutainment” to the outlined bullets above, you are working with a major niche (hypnosis) and a subniche that uses hypnosis (marriage.) Look at your offer as “content.” The offer content could also be considered entertainment or a mix of education and entertainment (edutainment.)
To offer your solution to the situational problem your audience is exhibiting, you must talk about the benefits FIRST to your ideal target. This might also be defined as an ROI (Return On Investment.) Talk about the long lasting return for their time and money investment in getting training to support a happy marriage.
A Relaxed Wedding Experience
You are going to ask if the bride, for example, is interested in having a perfect wedding day. (That is in what most brides are interested. They want their wedding to be picture perfect. This perfectionism puts a lot of stress on the bride. However, she is largely unaware she’s doing it to herself. This is the perfect situation for a hypnotist to offer a stress reduction mental rehearsal session so the bride can feel happy and relaxed on her big day.
There could be many other benefits to relaxing on her perfect day. It is up to you to market your offer in such a way that she sees the benefit of relaxing and working WITH whatever might happen on the day so she can get married. In the session, getting married is the goal, not the perfectionism of the ceremony. If you are working with a nervous groom, the goal would be the same. Or, if you have experience in working with sexual dysfunction issues, this might be another session for either the bride or the groom.
If you are a new wedding minister or are thinking about adding this service to your hypnosis business, you will discover that most men will simply care very little about the “perfection” of the ceremony. They only want to make the bride happy. To make the bride happy, the groom usually just says, “Tell me where to go rent my tuxedo. I’ll go for the fitting and make sure I have it the day of the wedding. All I care about it making my bride happy.” Of course there are exceptions to this rule with the grooms.
This example discusses ways you can design your offer in such a way as to attract the right audience. When you take the time to look for and work with a specific situation that applies to your hypnosis practice, you improve your chances of working with and helping many more people. However, if you still need help with understanding how to make your offer match your target market, you can hire a marketing services company. Since Holistic Hub Websites and Marketing Services is run by practicing hypnotherapists and hypnotists, we know what you need. We are already doing what we teach about marketing.
Want to develop the marketing skills that attract to you your ideal target market? Want to make a significant difference in people’s lives by sharing your amazing business solution that improves the quality of their lives? Or, do you need help marketing your offers? If so, Holistic Hub Websites can help. Contact Beverly Taylor by emailing me at [email protected]